It is interesting to note that in the United States. Companies make extensive use of Content Marketing. Regardless of their market (btob or btoc). The question is no longer whether a content strategy pays off but which one pays off the most (in cold hard cash). Because they address a niche market. GE. Schneider Electric. John Deere. SAP. Cisco or EMC2… very quickly understood the interest of this more targeted and therefore more effective approach. Now advertisers to the general public also use it. Whether they are a distributor (Walmart). Agri-food giant (Kraft). Tire leader (Michelin). Sports equipment manufacturer (New Balance). Car manufacturer (Ford). Telecom operator (Verizon Wireless). Computer manufacturer Dell. Motorola. Microsoft.
All Have Understood the Power That Quality Content Perfectly Adapted
The centers of interest of Internet users can have on a brand preference. On a purchase. A marketing where the merchant addresses his customer in an open and personalized way. A Human to Human (htoh) marketing to create more “engagement” with his consumers. To go beyond the simple connection (with self-centered content. Ultimately little interesting and identical sent to all). Of course. There is Timor Leste Email List new in this approach! Brands have always had it in their genes (Michelin. Nespresso or hubspot more recently) and others got into it later (Lego). The techniques of the 21st century only facilitate a process full of common sense: “inbound” marketing is intended to arouse the interest of the Internet user. From the prospect to the brand. Through useful. Interesting content that “speaks” to him.
Content Not Only Centered on the Brand
Consumer recommendations – numerous and spontaneous, personalized content according to their centers of interest… In this HtoH approach, the content marketing strategy is not limited to the creation of content. This must go into the DNA of the brand, Robert Rose (Chief Strategy Officer of the Fresco Data Marketing Institute) is convinced. Coordinated by a cross-functional person (within the Marketing Department), such a strategy cannot be the sole responsibility of the Marketing teams. The whole company must feel involved: sales teams (for their prospects), HRD (for employees), internal communication (for corporate), customer service (for customers, etc.). Everyone must participate in the creation of content.
